BBC America is changing its programming schedule to make it easier for advertisers to decide when and what they should buy in. The cable net will now target one specific demographic each night in a
move taking place just before the upfront and right after it named Garth Ancier president of U.S. operations. Each prime-time block will get its own name, and will be filled with new and current
shows. Mondays, for instance, will become "Murder Mondays," with thrillers "Wire in the Blood" and "Murphy's Law." Next will be "Tuesday Nitro"--male-targeted reality and drama--while "Wicked
Wednesdays" will run female-focused shows like "Footballers Wives" and the new "Goldplated." BBCA, distributed by Discovery Networks, averaged 71,000 viewers in prime time for February--down 9% from
year-ago levels.
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